Over the last couple of years, my team and I have found ourselves attending conferences and annual meetings where our clients’ stakeholders gather as a way of gaining access to them for content development. For example, for the American Board of Orthopaedic Surgery’s (ABOS) content marketing program, we attended the annual meeting of the American Academy of Orthopaedic Surgeons and interviewed 8 to 10 leading orthopaedic surgeons. This was the most effective way to get in front of ABOS volunteer leaders, board members, and AAOS Leaders. When we use this strategy, we capture video and audio that we can use for podcasts, written content, and video. It’s cost-effective and efficient. The cool thing is that most organizations have events like this where their thought leaders are all gathered in one place so there’s no excuse for not pouncing on this opportunity. My advice: set up a room for interviews and maximize the opportunity. Even consider bringing in a photographer to capture still images.
Here’s a short video where I share my thinking on efficient content development. I start out with a brief introduction to thought leadership content marketing as a way to differentiate a hospital or service line.